The four TV ads in the campaign, created by Rainey Kelly Campbell Roalfe/Y&R, will suggest people "make Christmas delicious" by buying food from M&S’ festive range. The food ads are set to the same orchestral soundtrack of the main M&S Christmas ad.
The first 20-second ad broke during ‘Emmerdale’ last night and features festive food such as Christmas cakes and mince pies.
There will be two versions of an ad promoting party food, one for the run up to Christmas Day and one between then and New Year’s Eve.
The "centerpiece" of the campaign will be a 50-second ad promoting products for Christmas dinner.
Helen Downing directed the ads through Pulse Films.
Patrick Bousquet-Chavanne, the executive director of marketing and business development at M&S, said: "This year we’ve said we want to recapture the magical essence of Christmas that our customers tell us is synonymous with M&S.
"Our teams have worked together to create a holistic campaign with magic and sparkle woven into every detail; from the spectacular products like our Enchanted Forest Cake, the striking packaging through to the fairytale inspired ad.
"It’s the perfect platform to showcase what is truly special and different about M&S’ Christmas food."
This article was first published on campaignlive.co.uk